Substance without a clear presence.
Your expertise exists. Your positioning, story and public identity have yet to give it a coherent expression.
01 / PERSONAL INSTITUTIONHRITHICK / PRIVATE PRACTICE
Let your reputation
arrive before you do.
Personal branding strategy for founders and established experts.
Positioning, identity, editorial direction, and systems for a name that reflects your capability.
The next chapter
When your ambition
moves beyond your reputation.
You may already be known for one kind of work, while the ambition ahead asks people to see you differently. We examine the substance of that shift: what remains yours, what needs to evolve, and how your positioning, identity and editorial direction should express it.
Architecture establishes the foundation. Systems begins with an existing brand and develops the people and operations needed for its next chapter. The starting point follows the condition of your brand, rather than the size of your audience.
Personal branding / the method
A presence that feels
like the person behind it.
Connect identity, taste, familiarity, and proximity so the right people can understand your value and imagine working with you.
Imagine being the reason the right people are in the room.
Today’s context
Your expertise is established.
What should your name become?
Personal Institution is for founders, experts, coaches and creators whose work has substance, but whose public presence has yet to express it. You may have years of credibility with little or no established brand or digital presence. Or you may have an existing brand and a new ambition that asks more of it.
The questions you may recognise
Familiarity without the right proximity.
Your ideas need a way to reach the people and conversations that matter to your ambition.
A brand that depends on you for everything.
The next chapter calls for people, standards and operating systems that can carry the work forward.
Our approach
Identity. Presence.
Relationships. Systems.
We examine the connections between the person, their philosophy, their desired life, their audience and their public presence. The direction becomes coherent because those decisions are made together.
Choose your starting point
Architecture
8–10 weeks / €5,000 total
For someone with credibility and expertise but little or no established brand or digital presence. A structured foundation for establishing the personal brand.
One or two meetings weekly is the working cadence; the exact schedule is agreed for each engagement.
Payment options
Eight weeks: two instalments of €2,500.
Ten weeks: €1,667 / €1,667 / €1,666. Exact due dates are set in the agreement.
Systems
Study + ongoing retainer
For someone with an existing brand and a new ambition. First, study what exists. Then develop the team and operating structure for its next chapter.
Study: 2–4 weeks / $1,000.
Retainer: $2,500–3,000 per month.
Three-month minimum; six months recommended.
Architecture — ten connected stages
How the work develops.
An 8–10-week engagement. Individual stage timing and review allowances are agreed for your scope.
01Vision & Philosophy
+
Ambition, brand philosophy, ideal day, and initial buyer and desire hypotheses.
02Research & Absorption
+
Who they are, what shaped them, audience perceptions, existing circles, inspirations, ideas, competitors, acquisition journey, and organised transcripts.
03Positioning & Desire
+
Buyers, deeper desires, promises, product definitions, positioning, funnel, and proximity document.
04Identity & Brand DNA
+
Origin story, narrative, purpose, promise, voice, message lanes, community, and experience.
05Aesthetic & Sensory
+
Visual direction and the intended sensory character of the brand.
06Presence & Performance
+
Camera and speech audit, one- and five-minute belief delivery, personal stories, interviews, public speaking, and client role-play.
07Proximity & Cultural Capital
+
Where to be and when, proximity map, ideal collaborators, and community direction.
08IP & Editorial
+
Resources, library of ideas, and pre-production for a launch slate: 12 YouTube videos, 40 reels, and 24 carousels.
09Communication & Distribution
+
Audience and internal-team communication; channel direction and consistency.
10Execution & Governance
+
Workflows, Asana and Drive structure, calendars, asset management, publishing SOPs, digital infrastructure planning, production system guide, and templates.
Systems / three stages
How the work develops.
Study, build, then progressively hand over.
01Study the existing brand
+
2–4 weeks / $1,000. Review the current brand against the same framework and identify what must develop to support the next ambition.
02Build the systems for the next chapter
+
$2,500–3,000 per month. Three-month minimum; six months recommended. Priorities may include growth strategy, paid advertising direction, workflows and operating systems, as established by the study.
03Establish the team and hand over operations
+
Help define roles, recruit and onboard people, establish standards, and progressively hand over day-to-day brand operations. The intended outcome is a functioning team running the brand, with the client focused on their expertise and leadership.
Scope & responsibilities
Scope, fees
and responsibilities.
Included: agreed research, strategy, architecture, creative direction, pre-production and systems work. Pre-production can include concepts, scripts, briefs and shot planning. The launch slate of 12 YouTube videos, 40 reels and 24 carousels is planned and creatively directed; finished assets are not included.
Additional client costs: filming, photography, editing, post-production, crew, studios, equipment, travel, team salaries, freelancers, ad spend, paid placements, PR execution, domains, hosting, subscriptions, paid tools and website development. Website strategy and planning can be included in the agreed scope.
You may self-shoot or use your own providers. Optional production facilitation is separately scoped, priced and dependent on access and availability. External spend requires written approval.
Your scope schedule specifies review limits, meeting allowances, completion levels, implementation responsibilities and client dependencies. Custom work can be scoped separately.
Questions / considered
Questions about working together.
Is this a content-posting service?+
Personal Institution connects positioning, identity, editorial direction and public presence. Architecture includes the agreed strategy, creative direction and pre-production; filming, editing and finished content production are additional. Systems focuses on the existing brand, team and operating structure.
Architecture or Systems?+
Architecture establishes a personal brand where little or no foundation exists. Systems starts with an existing brand, studies what must change, then develops operations for the next ambition.
What is the investment?+
Architecture is €5,000 total over 8–10 weeks. Systems begins with a $1,000 study, followed by a $2,500–3,000 monthly retainer, with a three-month minimum.
How much time will I need?+
For Architecture, one or two meetings weekly is the working cadence. The exact schedule, meeting allowance and client responsibilities are agreed for the engagement.
Are the 76 launch pieces finished assets?+
No. The 12 YouTube videos, 40 reels and 24 carousels are a planned and creatively directed launch slate. Filming, photography, editing and finished production are additional.
Can my team produce the work?+
Yes. Clients may self-shoot or use their own providers. Optional production facilitation is a separate scope and budget.
What happens after handover?+
Systems aims to establish a functioning team and progressively transfer day-to-day operations. Specific handover responsibilities are agreed. No commercial outcome is guaranteed.
Tell me what you want your name to make possible.
Share your current position, the ambition ahead, and what you would like help with. I review enquiries for fit, scope and availability before agreeing a next step.
Start an enquiry ↗